Saturday, January 4, 2014

As most of society moves towards becoming foodies, and eating
more health consciously, what better idea than to open a competitor to “Five
Guys Burgers and Fries”.So, without
much fanfare at all, no one really anxiously awaited the arrival of
“Smashburger”, but if the crowds are any indication, all Five Guys better
beware.

From their website, it seems that Smashburger has a strong
number of franchises located nationwide.The location in Natick, Massachusetts, is the first, but, no doubt, one
of many, planned to open in Massachusetts.

Smashburger is entering the quick serve market currently
dominated by places like Panera and Chipotle or Moe’s Southwest Grill.While the menu leans towards “fast” food, it
is not “fast food”.Call it “quick serve”
or “fast casual”, Smashburger is taking on Five Guys and all other comers with
a competitive price point, a better menu, a dressed up environment and an
experience that doesn’t leave you feeling dirty or guilty.

There’s a lot to like, depending on the perspective.

The menu:First and
foremost, it shouldn’t surprise anyone that this is a burger joint; it might be
the name that gives that away.You can
choose from two sizes (1/3 lb or ½ lb), and you can choose from a pre-formatted
menu of burgers, or create your own.They have a list of free sauces and toppings (lettuce, tomato, pickles,
onions) and they have several “premium” toppings for a dollar each.For a complete look at the choices, click
here.

In addition to the burgers, you can get any sandwich made
with a grilled chicken breast, you can get a salad, and they have four
sides:fries, sweet potato fries, onion
rings or “smashed” fries (thin cut fries with olive oil, garlic and
rosemary).More on this later.

Another key focus of their menu is the shakes.They make them from Haagen-Dazs ice cream
(btw, H-D is manufactured for General Mills by Nestle subsidiary Dreyers).I have heard comments on the shakes ranging
from “awesome” to “mediocre”.I don’t
consume that kind of quantity of dairy, so I will leave it to you to decide.

Having worked in both a diner and McDonalds, I can
personally attest to the residual “benefits” of working at a fast food
restaurant-namely, the stink.You all
know exactly the smell I’m talking about-a mixture of meat and burning
fat.Working, it gets in your pores, in
your nostrils, etc…you can scrub yourself in bleach and lye, cook a batch of
meth without a hazmat suit on, but you cannot kill that smell.So too as a consumer at Five Guys.You cannot spend more than 30 seconds in Five
Guys without absorbing THAT smell; you smell it before you even walk in the
doors.With that in mind, I am happy to
report that Smashburger seems to be using a special air-handling/filtering
system, because not only can you not smell it outside, but there is zero
fast-food stench inside; you smell the same coming out as you did going in…for
some of you, that’s a good thing.

Ketchup brilliance!

Sometimes, small things entertain small minds…and I am
entertained, and impressed, by the Heinz ketchup packages offered at
Smashburger.While they have bottles on
the tables, they also offer individual packets.But these aren’t just any old packets, like the kind you find at any
fast food or take-out restaurant…these are FANCY!These are two-way packages that go both ways…you
can squirt it out, or you can dip in it.For squirting, you break the top off and squeeze…to dip, you just peel
the foil off.Some food scientist spent
years dreaming this up, and I’d like to meet this evil genius!This is quality, and I say “well-done Heinz,
well done”.And hats off to Smashburger
for recognizing the need for such a ketchup packet!

One last observation before I further comment on the burger-they
have ample staff, working the dining room constantly.Though you order at a counter, the staff
brings the food to you, in a decorative metal basket.They roam the floor clearing tables, washing
them down, and offering to refill your drink for you (even though it is
self-service beverages at a fountain).I
find this refreshing and like that the dining area is simple, but comfortable
and constantly being cleaned.

Food!

But all this would be irrelevant if the food was lousy.I am happy to report that I like their
burgers much better than Five Guys.Five
Guys is just a smidge higher on the food chain than Wendy’s, but Smashburger is
a full step above Five Guys, in every meaty way.The burgers come in two sizes, and with three
roll choices and a wide range of toppings, being served to you in a nice
basket, they have a more upscale feel than the paper sack, throw-it-at-you
service of Five Guys.I enjoyed the burger
and look forward to more, but if I’m not in the mood for meat, I can get the
same set-up with chicken-it is nice to have a choice.

Alas, though, not everything is perfect.Though they offer three different kinds of
fries, plus onion rings, I found the “haystack-style” fries (very, very thin),
devoid of any potato flavor.I tried the
“smash fries” at their suggestion, which are cooked with olive oil, rosemary
and garlic, three flavors I enjoy.However, all I tasted was the fried coating and because the fries are so
thin, the potato taste has seemingly been cooked out of them.On this score, Five Guys comes out ahead for
their dense and always crispy fries.

I like that there’s a new game in town, and if I ever felt
like driving 20 minutes east, I could also have a few more choices (Shake
Shack, UBurger, etc…).I especially like
someone coming in and basically saying to Five Guys “we’ll see your patty and
raise you a chicken sandwich”, giving non-meat eaters (like Mrs. Palate) an
option, unlike Five Guys, which sends the message “if you don’t eat meat, grilled
cheese or peanuts, get out”.

Get Updates via Email

Welcome to the Critical Palate

Standing up to the commercial injustices being foisted upon us all, whether in retail stores, restaurants, movies or television.
I may publish to this blog daily, weekly, or when the mood strikes. I encourage you to share your stories and post responses. This blog is open, and hopefully we can all stand up together and shout: I am mad as hell, and I'm not gonna take it any more!!!
I heard this somewhere, and thought it sounded good...
Welcome, and come back often.
Eric

Palateers

About Me

An attorney in the Metro-Boston area and an adjunct faculty member at a local college. Since the practice of law is nothing like you see on television, he has many other interests. As a member of the consuming public, he has taken on the responsibility of fighting retail, restaurant, televised and movie injustices for all.